The Sunday Mail
Cresencia Marjorie Chiremba
“WHATEVER you are, be a good one.” – Abraham Lincoln
When companies unveil products or services in a new market, the objective is to show the market that they are on a drive to meet the expectations of a new segment or simply to reposition the organisation, which is keen on building its image and reputation.
A good brand with a remarkable reputation is a gateway to big sales volumes, increase in bottom line and a sustainable legacy.
In order to attract the attention of a new market, most companies use some marketing tools to make noise in the market.
Some may start off by building relationships with their target customers, so as to establish brand image and this is done through massive public relations campaigns, while others will use heavy promotions, which is the communication element in the marketing mix.
Although public relations and promotion are both under marketing, they are contrary in their application. New markets are backed by a strong awareness campaign, which is meant to notify the target customers that company X is a new entrant in the market and they do this using word of mouth by influencers, references, end users, gate-keepers or even deciders.
All these are meant to inform the target customers of their readiness to do business. Thus, public relations is the best tool in providing awareness and brand image building factors.
However, when the target market is aware that there is an organisation ready to do business with them, that organisation must go a step ahead with promotional efforts by making the products and services available to the right target market, in the right quantities, at the right time and price.
Successful promotions make it is easy for products and services to be the talk of town. When so much noise is made about the product or service, it is only prudent for the organisation not to run out of stock.
Public relations and promotional campaigns create a hunger for trial by the target market while protecting the entity’s image. Thus, public relations thrives on reputation management while promotion seek to return direct sales.
Nonetheless, what must be used first…public relations (reputation management) or promotion?
Public relations should go first
It is difficult for new players in any market to gain the market’s trust and confidence at the entry stage. Existing players with a known good reputation seem to have strong long-term relationships in the market that have created loyal customers.
Thus, before throwing money into the promotional pit, new entrants must build their brand first and then manage their reputation in such a way that they become trusted brands.
Remember customers are skeptical to spend on “no name brands”.
Organisations that are reputable with an outstanding brand image easily earn customers’ trust and confidence. A good name, coupled with positive reputation, gives customers a sense of who they are and reduces the price it takes per customer to close a sale.
How public relations can be used in brand image building and reputation management
1. Referrals are used by organisations to reach the target market. People trust getting shopping advice from people that they know, rather than from strangers. The referrals advice can therefore be used to make prospective buyers patronise the organisation’s products or services.
2. Give away product samples or free service offers can be given to prospective customers. The idea is when they have the samples, they will definitely use them as trials and develop an interest to try out the organisation’ products or services.
3. Be Visible
Sometimes it is better to stand up and be the voice of the organisation on your own. There are so many ways an organisation can increase its visibility. This includes participating in programmes that puts the organisation on the spot like participating and sponsoring radio and television programmes, starting community-building programmes under the organisation’s brand name. These tend to increase the visibility of the organisation to their new target market, while giving it an opportunity to have direct interactions with its customers.
4. Online Articles – The world of business is now moving on online wheels and any organisation that needs to be noticed should join the band wagon by posting its information that is consistent on the chosen online platforms. This helps it to familiarise with its target customers. All this is meant to get everyone talking about the new player in the market and what it is offering.
Therefore, once an organisation’s products or services are put on stage for everyone to see, paid promotions can then follow and deliver the right offerings. Thus, promotion will always follow public relations.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461
